Sport attendance behavior spectrum: motivators, constraints and context

IF 3 4区 教育学 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
K. C. Mayer, E. Hungenberg
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引用次数: 3

Abstract

PurposeThe purpose of this paper was to explore a new sport attendance behavior spectrum framework where sport consumer behavior is not derived from just a dichotomy of a motivator positively impacting attendance or a constraint negatively impacting attendance. Rather, when accounting for the context of the setting (e.g. sport, playing level, locality, patron type, etc.), some areas belong on a spectrum that fluctuates between positive and negative impacts on attendance that are dependent on the context of the given environment.Design/methodology/approachThrough factor analysis and structural equation modeling, the proposed model attempted to explain relationships between five second-order factors and game attendance, which expanded to include the new internal contextual and external contextual factors, and ultimately team fandom.FindingsThe results indicated three significant main effects where internal contextual exhibited a positive relationship with attendance, while constraints and external contextual demonstrated a negative relationship. Internal and external motives were not significant. Further, the moderating effect of high and low sport interest groupings largely indicated no significant spectator differences. The model explained 24% of the variance in attendance, and attendance accounted for 41% of the variance in team fandom.Originality/valueAttendance is intricate, and this study highlighted the importance of considering and adapting to the sporting context as some factors exist on a sport attendance behavior spectrum and differently impact spectators positively or negatively, given the context of the setting. Further, in this lower-level sport setting, consumers viewed minor league hockey more as a leisure commodity than a premier sport contest.
运动出勤行为谱:激励因素、制约因素和情境
本文的目的是探索一个新的体育上座率行为谱框架,其中体育消费者的行为不仅仅来源于积极影响上座率的激励因素或消极影响上座率的约束因素的二分法。相反,当考虑到设置的背景(例如,运动,比赛水平,地点,赞助人类型等)时,一些区域属于对出勤率的积极和消极影响之间波动的范围,这取决于给定环境的背景。通过因子分析和结构方程建模,所提出的模型试图解释五个二阶因素与比赛出勤率之间的关系,并扩展到新的内部情境和外部情境因素,最终包括球队球迷。结果表明,内部情境对出勤率有显著的正向影响,而约束条件和外部情境对出勤率有显著的负向影响。内部动机和外部动机不显著。此外,高、低体育兴趣组的调节效应在很大程度上表明观众差异不显著。该模型解释了24%的出勤率差异,而出勤率解释了41%的球队球迷方差。独创性/价值上座率是复杂的,这项研究强调了考虑和适应体育环境的重要性,因为在体育上座率行为谱上存在一些因素,并根据环境的不同对观众产生积极或消极的影响。此外,在这种低水平的运动环境中,消费者更多地将小联盟曲棍球视为休闲商品,而不是主要的体育比赛。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
International Journal of Sports Marketing & Sponsorship
International Journal of Sports Marketing & Sponsorship HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
4.70
自引率
13.60%
发文量
26
期刊介绍: The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).
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